Denny’s Hires Goodby, Silverstein & Partners as AOR

Denny’s has hired ad agency, Goodby, Silverstein & Partners as its agency of record, to launch aggressive campaigns, including a first-time spot during the Super Bowl game, to pump up flagging sales.

Overall, GS&P, a unit of the Omnicom Group, will handle brand strategy, creative and promotions for the family restaurant chain. Media buying will remain with Optimedia, the company said.

Publicis Groupe’s Publicis Mid America, Dallas, had been the agency of record since 2002, Cori Rice, a spokesperson for Denny’s said.

The agency’s first work is expected to break later this month, followed by the 30-second Super Bowl ad airing Feb. 1 during the third quarter of the game. Denny’s spent $63 million in measured media in 2007, according to TNS Media Intelligence.

Denny’s, which said it has 90% awareness with consumers, has high expectations for the agency.

“We’ve passed the ball to Goodby, Silverstein & Partners, and we’re expecting touchdowns,” Nelson Marchioli, Denny’s CEO said in a release. “GS&P understands our guests, their needs, wants and moods and what we need to do to reach them now.”

Denny’s reported that third quarter same-store sales decreased 2.7% at company units and 6.1% at franchised units. Total revenue was $189.3 million, compared to $241.4 million in the year-ago quarter. The quarter ended Sept. 24. The company said it expects sales trends to continue into the fourth quarter.

“Given that the outlook for sales trends remains guarded, we will continue to diligently manage our operating costs as we look to build guest counts,” CEO Nelson Marchioli, said at the time the financials were released.

GS&P’s clients also include Comcast, Sprint, Frito Lay and Hyundai.

Denny’s has more than 1,500 locations.